Marketing magazine reported that Coca Cola has gone ‘back to basics’ with latest TVC (marketingmagazine.co.uk, 08.04.10). To my knowledge, the commercial is almost certainly not a new campaign. It had been adapted in many different languages for many markets.
Combining visual analogy with tailored made voice over treatment – is certainly a typical ‘formula’ of a global idea. However, whether this will really go an extra mile in reinforcing or even reminding the consumer of the emotional value of Coca Cola require a strategic creative adaptation technique.
Base on the same ‘formula’ of the execution there is an opportunity to stretch the idea further and create voice over that is more creative or even leverage on ‘topical’ issues relating to the local consumer in each country. There are also untapped opportunities to create scripts that reflect different consumers’ special interests – targeting towards consumers in different ‘channels’ (for example the voice over for the spot airing during X-Factor could well be different from the voice over for the spot airing during the World Cup season!). In doing so the commercial can remain current and relevant at any time. In my opinion, this is where the real potential of the idea.
The arrival of multi-channel media consumption had greatly fragmented the viewing habit of consumers. The web and mobile and instant messaging have also changed the consumers’ relationship with media from passive to active. It certainly won’t work anymore adopting a force-feeding and ‘uniform’ style of communications. The new ways in which companies connect with consumers need to be personal, exclusive, unpredictable and participatory. The commercial’s net takeaway message of Coca Cola being ‘a drink for every occasion’ simply won’t have the power to cut through the clutter.
Just like the approach of digital contents, TV commercials of today need to be ‘dynamic’ rather than ‘static’ – meaning the content needs to facilitate frequent updates and able to be customised for specific channel. Brands need to avoid generalised claim such as ‘for everyone’ but convince consumers that the message is genuinely tailored for them, and talks to them on a personal level.
Link to above TVC: http://link.brightcove.com/services/player/bcpid1847321790?bctid=76595062001
Same campaign for different markets: